Case Study
Intentwise helps Peter Pauper Press more than triple NTB customers in 1 year using insights from AMC
Goals
- Identify high-potential ASINs to highlight with ads
- Grow NTB sales
- Boost brand awareness
- Maintain cost efficiency by optimizing ad spend
Approach
- Discovered 11 products with the highest likelihood of gaining NTB customers using AMC
- Increased spend for high-potential ASINs by 150%
- Increased Peter Pauper Press’s budget for most effective ad types by 150%
Results
- 100% increase in NTB sales for 11 high-potential products
- 341% improvement in NTB sales
- 323% growth in NTB customers year over year
Peter Pauper Press is a publishing company that has been producing high-quality books, journals, notebooks, and gifts since 1928. This long-standing publisher sells products on the Amazon store and advertises in the United States, United Kingdom, and Canada. They wanted better insights on how to craft impactful digital advertising strategies and make more informed decisions to increase new-to-brand (NTB) customers.
Peter Pauper Press worked with Intentwise, an advertising analytics company and Amazon Ads Advanced partner, to discover high-opportunity Amazon standard identification numbers (ASINs) and optimize their advertising budget by allocating more ad dollars to the ASINs with the highest potential. Intentwise provides a robust data infrastructure that simplifies analytics, rapidly surfaces missed opportunities, and accelerates ad optimization for brands selling in the Amazon store.
In 2024, Peter Pauper Press engaged Intentwise to help them aggregate their data and analytics and find opportunities to increase brand awareness and expand their customer base. Intentwise used insights from Amazon Marketing Cloud (AMC) to help Peter Pauper Press determine the best combinations of ad types to drive incremental sales, grow NTB customers, and evaluate the impact of Sponsored Display and Sponsored Brands campaigns.
Identifying the most effective ad types and ASINs to boost NTB sales
Intentwise used three AMC use cases to gather data and insights on how different ad types affected conversions: Path to Conversion, Campaign Type Overlap, and NTB Gateway ASINs. They ran the NTB Gateway ASINs query across all 2,478 Peter Pauper Press ASINs and identified 11 products with high NTB conversion rates and low spend. Meanwhile, they ran their Path to Conversion and Campaign Type Overlap use cases to determine which combinations of ad types would be most likely to boost NTB sales.
After identifying the 11 ASINs with the highest NTB conversion rates, Intentwise increased the spend on them by 150%. Intentwise also learned from AMC insights that using Sponsored Brands and Sponsored Display ads dramatically increased the NTB purchase rate. Additionally, the Campaign Type Overlap use case showed that the most effective combinations for NTB sales involved pairing traditional Sponsored Products ads with Sponsored Brands and Sponsored Display ads. So, they increased Peter Pauper Press’s budget for those ad types by 150%.
Based on the experiment we ran with AMC, Sponsored Display, and Sponsored Brands ads, we were able to grow our NTB customers and sales. We expect to put this learning into action as we head into our key season.
—Laurence Beilenson, president, Peter Pauper Press
Doubling NTB purchases in 1 year
By using the insights from AMC to adjust Peter Pauper Press’s advertising strategy, Intentwise helped the brand achieve a 100% year-over-year increase in NTB purchases.1 They also grew the brand’s NTB customers by 323% and NTB sales by 341% between June 2023 and June 2024.2
Intentwise uses AMC to see a granular view of how ad strategies affect NTB sales, and the company is ready to replicate this success for other clients. They also plan to create custom audiences to advertise specifically to shoppers who are close to making a purchase to further drive NTB sales.
AMC is becoming a key tool for all brands looking to maximize their ad campaigns. The detailed insights provided by AMC are unparalleled, helping our customers to make well-informed decisions about the effectiveness of their strategies
—Raghu Kashyap, cofounder and CTO, Intentwise
1-2 Intentwise, US, 2024